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1、毕业论文（设计）外文翻译题 目： 品牌危机及其对策研究 一、外文原文标题：Crisismanagement:prevention,diagnosisandintervention原文：Thepremiseofthispaperisthatcrisescanbemanagedmuchmoreeffectivelyifthecompanypreparesforthem.Therefore,thepapershallreviewsomerecentcrises
2、,thewaytheyweredealtwith,andwhatcanbelearnedfromthem.Later,weshalldealwiththeanatomyofacrisisbylookingatsomesymptoms,andlastlydiscussthestagesofacrisisandrecommendmethodsforpreventionandintervention.CrisisacknowledgmentAlthoughmanybusinessleaderswillack
3、nowledgethatcrisesareagivenforvirtuallyeverybusinessfirm,manyofthesefirmsdonottakeproductivestepstoaddresscrisissituations.AsonesurveyofChiefExecutiveofficersof Fortune 500companiesdiscovered,85percentsaidthatacrisisinbusinessisinevitable,butonly50perce
4、ntofthesehadtakenanyproductiveactioninpreparingacrisisplan(Augustine,1995).Companiesgenerallygotogreatlengthstoplantheirfinancialgrowthandsuccess.Butwhenitcomestocrisismanagement,theyoftenfailtothinkandprepareforthoseeventualitiesthatmayleadtoacompany’s
5、totalfailure.Safetyviolations,plantsinneedofrepairs,unioncontracts,managementsuccession,andchoosingabrandname,etc.canbecomecrisesforwhichmanycompaniesfailtobeprepareduntilitistoolate.Thetendency,ingeneral,istolookatthecompanyasaperpetualentitythatrequir
6、esplansforgrowth.Ignoringtheprobabilitiesofdisasterisnotgoingtoeliminateordelaytheiroccurrences.Strategicplanningwithoutinclusionofcrisismanagementislikesustaininglifewithoutguaranteeinglife.Onereasonsomanycompaniesfailtotakestepstoproactivelyplanforcri
7、sisevents,isthattheyfailtoacknowledgethepossibilityofadisasteroccurring.Likeanostrichwithitsheadinthesand,theysimplychoosetoignorethesituation,withthehopethatbynottalkingaboutit,itwillnotcometopass.HalWalker,amanagementconsultant,pointsout“thatdecisions
8、willbemorerationalandbetterreceived,andthecrisiswillbeofshorterduration,forcompanieswhoprepareaproactivecrisisplan”(Maynard,1993).Itissaidthat“therearetwokindsofcrises:thosethatyoumanage,andthosethatmanageyou”(Augustine,1995).Pro
